MARKETING MANAGEMENT

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.Mr.CharakRay.
ASST.PROFESSOR(FINANCE)
MBA(BHU),ASSOCIATE((III),PGDHI(III)
BCM(BHSE),SENIOR(ST.JA)

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.Mr.CharakRay.
Right From The
Time We Get
Up In The
Morning
To The
Time We
Go To
Bed,

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.Mr.CharakRay.

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.Mr.CharakRay.
WHO MAKES
THESE GOODS AND
WHY

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.Mr.CharakRay.
For example HUL the FMCG
firm has vast portfolio of
products

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.Mr.CharakRay.

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.Mr.CharakRay.
Demand For
Their Products
To Earn
Profit
By Satisfying
Customer’s
Needs And
Wants

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.Mr.CharakRay.
What Do We Mean By A Market
What Can Be Marketed
Who Is A Marketer?
What Is Marketing Management?

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.Mr.CharakRay.
Anything that can be of value to the buyer
can be termed as a ‘product

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.Mr.CharakRay.
Refers to a set of
actual and potential buyers of a
product or service

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.Mr.CharakRay.
BCM(BHSE),SENIOR(ST.JA) •Active part in the process of exchange.
•Seller analyses the needs of the potential buyers, develops
a market offering and persuades the buyers to buy the
product
•Situations of rare supply, the buyer may be taking extra
efforts in persuading the seller to sell the product to
him/her.

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.Mr.CharakRay.
•Is an art and science of choosing target
markets
•And getting, keeping and growing customers
•Through creating, delivering and communicating
superior customer value

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.Mr.CharakRay.
Identification of Need
Creating a Market Offering
Customer Value
Exchange Mechanism

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.Mr.CharakRay.
To identify needs of the
Target customers
and develop products
And services that satisfy such needs.

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.Mr.CharakRay.
BCM(BHSE),SENIOR(ST.JA) Refers to a complete offer for a product or
service, having features like.

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.Mr.CharakRay.
BCM(BHSE),SENIOR(ST.JA) To add to the value of the product so that
the customers prefer
Over its competing products

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.Mr.CharakRay.
BCM(BHSE),SENIOR(ST.JA) Process through which two or more parties come
together
To get product or service from someone,
by giving something in return

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.Mr.CharakRay.
Production Concept
Starting Point
Means
Focus
Factory
Product can be sold when they are
affordable and widely available.
Lowering the cost of the production.

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.Mr.CharakRay.
Limitations
When used
Example
Chinese product sold in the market
Ignore competition, customer, needs and
wants.
Demand of product is more than supply or
product
Ends
Profit through mass production and
distribution

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.Mr.CharakRay.
Product Concept
Starting Point
Means
Focus
Factory
Product improvement
Products of high quality,
performance,innovative features

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.Mr.CharakRay.
Limitations
When used
Example
Customers demanding branded pizza than
local pizza.
Companies sometimes do not realize what
the actual need of the market.
When customer admire product of high
quality
Ends
Profit through product quality

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.Mr.CharakRay.
Selling Concept
Starting Point
Means
Focus
Factory
selling and promotion of the product
Aggressive selling and promotion
efforts to make customers buy what
is offered..

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.Mr.CharakRay.
Selling Concept
Limitations
When used
Example
Firm selling insurance policies
Customer cannot be manipulated many times
and the firm may lose its image
Customer can be persuaded and attracted
Ends
Profit through sales volume

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.Mr.CharakRay.
Marketing Concept
Starting Point
Means
Focus
Analyzing market conditions
Integrated marketing technique
Understanding of customers and developing the
products better than the competitors.

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.Mr.CharakRay.
Limitations
When used
Example
Dell computers, Microsoft, oracle, and
Procter & gamble follow this concept.
Companies forgot the interest of the
overall society
Customer have wider choice of the product
and firm faces intense competition
Ends
Profit through customer satisfaction

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.Mr.CharakRay.
Societal Concept
Starting Point
Means
Focus
Analyzing market conditions and
societal issues
Integrated marketing technique
Welfare of society, followed by the satisfaction of
the consumers

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.Mr.CharakRay.
Limitations
When used
Example
Fast food restaurant offering burgers with low fats
Profits may by reduce to fulfill social issues
Customer is concerned about social welfare and issues.
Ends
Customer satisfaction with society well being

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.Mr.CharakRay.
Basis
Production
Concept
Product
Concept
Selling
Concept
Marketing
Concept
Societal
Concept
Starting
Point
Factory Factory Factory Market Market,
Society
Main Focus Quantity of
product
Quality,
performance,
features of
product
Existing
product
Customer
needs
Customer
needs and
society’s well
being
Means Availability
and
affordability
of product
Product
improvements
Selling
and
promoting
Integrated
marketing
Integrated
marketing
Ends Profit
through
volume of
production
Profit
through
product
quality
Profit
through
sales
volume
Profit
through
customer
satisfaction
Profit through
customer
satisfaction
and social
welfare

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.Mr.CharakRay.
BCM(BHSE),SENIOR(ST.JA) Marketing Selling

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.Mr.CharakRay.
Basis Marketing Selling
Demand Producing product
according to need
of customer
Assumes demand for
the products
Scope. Wider term, which
includes selling,
Advertising.
Part of marketing and
this is not a
comprehensive term.
Objective Profit by customers’
satisfaction and
stability of the firm
Profit by higher sales
volume.
Focus Efforts are buyer
oriented
Efforts are seller-
oriented.

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.Mr.CharakRay.
BCM(BHSE),SENIOR(ST.JA) Start and
end
Begin before
production and
continue after sale.
Goods are produced,
and then efforts are
Made for their
profitable selling
Approach Integrated
approach to identify
and satisfy
customers approach
Sell hook or by crook
Supremacy Customer is the king
of the market
Seller is the king of
the market
Basis Marketing Selling

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Identifies needs of the customers
and takes decisions to satisfy customer need
with profitability. Examining available
Strengths
Opportunities
Weaknesses
Threats

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Helps in achieving uniformity in the output
quality, price and packaging
Reduces the need for
•Inspection
•Testing an
•Evaluation

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BCM(BHSE),SENIOR(ST.JA) Grading the products into different categories
on the basis of quality or features

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.Mr.CharakRay.
Provide detailed information
About the product,
Its contents,
Method of use,

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.Mr.CharakRay.
Anything which protects the product from
• Leakages,
•Spoilage,
•Moisture,
•Heat
•Mishandling
•Adds value and life to the product

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.Mr.CharakRay.
BCM(BHSE),SENIOR(ST.JA) Name, term, symbol or combination of all
these which
Uniquely identify the products and
Creates a brand identity for consumer
Name
Term Symbol

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.Mr.CharakRay.
BCM(BHSE),SENIOR(ST.JA) As an Element marketing mix , refers to combination
of promotional tools like
Sales Promotion
Advertisement
Personal Selling,
Publicity.
Which Can be used in different combinations,
To achieve its communication objectives of
Reminding
Informing potential customers
Persuading customer to buy.

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.Mr.CharakRay.
Customer support services such as
Satisfaction to the customers

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.Mr.CharakRay.
Involves decisions regarding fixation of
product prices, keeping in view
•The product costs,
•The capacity of customers to pay,
•the prices of the competitive products.

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•Activities required to moving goods from
manufacturers to the customers.
•Creates place utility and time utility.
•Includes
Stock/Inventory
Warehousing
Order processing
Transportation

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.Mr.CharakRay.
•Essential when some goods are perishable
and seasonal like
Crops Fruits & vegetables
Ice-cream

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.Mr.CharakRay.
Helps in movement of goods from the place of
production to the place of consumption like

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Market
Leadership
Market
Share
Creation
Of Demand
Goodwill

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Hotels
Media
Consturction

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.Mr.CharakRay.
Controllable
variables
Uncontrollable
variable

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.Mr.CharakRay.
Can be influenced at the level of the firm like

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.Mr.CharakRay.

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.Mr.CharakRay.
What Is
Marketing
Mix Combination Of 4 Controllable
Variable
Popularly Known As 4 P,s As Price
, Product , Place , Promotion
Which Marketer Uses In
Different Proportion
To Achieve Its Marketing
Objectives

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.Mr.CharakRay.
4 P’S OF
MARKETING
MIX
PRODUCT PRICE PLACE PROMOTION

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.Mr.CharakRay.
BCM(BHSE),SENIOR(ST.JA) •Mixture of tangible and intangible quality to satisfy
customer needs.
•Include services, ideas, persons, and places, services,
events , goods

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.Mr.CharakRay.
BCM(BHSE),SENIOR(ST.JA) Concerned with transferring the goods and
services.
Physical Distribution

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.Mr.CharakRay.
Money paid by a buyer
or received by a seller
in exchange of the purchase
of a product or a service.

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.Mr.CharakRay.
Sales Promotion
Advertising,
Personal Selling,
Publicity.
Reminding
Persuading cutomer to buy.

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BCM(BHSE),SENIOR(ST.JA) Four P,s Four C,s
Product
Price
Place
Promotion

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Product is a mixture of tangible
And Intangible Attributes
Which are capable of being
exchanged for a value,
With ability to satisfy customer
needs.
Includes….

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BCM(BHSE),SENIOR(ST.JA) A Physical Product
Services
Experiences
Places
Ideas Say no to drugs

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.Mr.CharakRay.
• Car provides functional utility
of transportation
Functional benefits
• Satisfies the need for
prestige and esteem
Psychological benefits
• Acceptance from a group
Social benefits.

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Element Of
Product
Branding Packaging Labeling

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.Mr.CharakRay.
BCM(BHSE),SENIOR(ST.JA) Name, term, symbol or combination of all
these which
Uniquely identify the products and
Creates a brand identity for consumer
Name
Term Symbol

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Components Of
Brand Name
Brand
Name
Brand
Mark
Trade
Mark

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Part of a brand, which
can be spoken.
Part of a brand which
can be recognized but
which is not able to
express.

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•Registered market that provides legal
protection to the firm
•Other firms cannot use this trade marks

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Advantages Of
Branding
Marketers Customers

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Differential Pricing
Introduction of New Product becomes
easy
Advertising and Display Programmers
Product Differentiation

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BCM(BHSE),SENIOR(ST.JA) •Helps to distinguishing its product from
that of its competitors.
Enables the firm to protect and compete in
the market

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•Advertisement is an information tools
•Branding makes advertisement campaign
effective and increases sales volume
•Makes display more appealing the to the
customers than the local product

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When new product is introduced
under a known brand, it enjoys the
goodwill of the brand and
usually get higher sales

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.Mr.CharakRay.
BCM(BHSE),SENIOR(ST.JA) Firm can charge
high price for its branded products than
that charged by its competitors

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.Mr.CharakRay.
Ease in shopping
Ensures Quality
Status Symbol

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.Mr.CharakRay.
Become status symbols because of their
quality and uniqueness
The consumers feel proud and improve their
satisfaction level.

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BCM(BHSE),SENIOR(ST.JA) Satisfied customer with a particular brand of
a product,
customer need not
make a close check every time.

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.Mr.CharakRay.
BCM(BHSE),SENIOR(ST.JA) •Branding means quality.
•Customer is always confident about the
quality and standards

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Disincentive
Easy to spell
Registered
Adaptable
Continuing
Suggestive
Characteristics Of Good Brand

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.Mr.CharakRay.
•Suggest the product’s benefits and qualities.
• It should be suitable to the product’s
function.

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.Mr.CharakRay.
Chosen name should have staying power i.e., it
should not get out of date. .

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Should be suitably flexible to add new
products, which are added to the existing
product line

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Should be capable of being registered and
protected legally.

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Should be short, easy to pronounce, spell,
recognize and remember

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BCM(BHSE),SENIOR(ST.JA) •A brand name should be unique

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Anything which protects the product from
• Leakages,
•Spoilage,
•Moisture,
•Heat
•Mishandling
•Adds value and life to the product

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Types of
packaging
Primary
Packaging
Secondary
Packaging
Transportation
Packaging

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Refers to the product’s immediate container.
Normally kept throughout the entire life of the
product

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Additional layers of protection that are
kept till the product is ready for use,
Outside the primary packaging – used to
group primary packages together

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BCM(BHSE),SENIOR(ST.JA) Packaging components necessary for
•Storage.
•Identification
•transportation.
For example juices in cardboard boxes containing
9, 12, or 27 units

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Enables Protection
Product usage
Identification
Product Promotion

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A color scheme, photograph may be used
to attract attention of the people at the
point of purchase.
In self-service outlet packaging act as a
salient salesmen

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Certain products can be identified by seeing
its packaging

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BCM(BHSE),SENIOR(ST.JA) The size and shape of the package makes the
product
•Convenient to open,
• Handle
• Use for the consumers

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•Protects the contents of a product from
spoilage,
•Breakage,
•Leakage,
•Pilferage,
•Damage,
•Climatic conditions

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Self Service Outlets
Innovational Opportunity
Increasing Standards of Health and
Sanitation
Product Differentiation

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.Mr.CharakRay.
BCM(BHSE),SENIOR(ST.JA) The self-service retail outlets are
becoming very popular,
particularly in major cities and towns.
Packaging has replaced personal selling
for promotion

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BCM(BHSE),SENIOR(ST.JA) Packaging have completely changed the
marketing strategy.
Medicines

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•Standards of living is increasing ,
•People are educated and buy packed items
•Packing
•Reduces chances of adulteration and mixing
• packed product are also hygienic

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.Mr.CharakRay.
Customer by seeing
Colour, Size, material etc of product
Can differentiate the quality one product over
other

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.Mr.CharakRay.
Provide detailed information
About the product,
Its contents,
Method of use,

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usual Label Of
Food Items May
Contain

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.Mr.CharakRay.
Enables Grading Of Products
Describe The Product And Specify
Its Contents
Identification Of The Product Or
Brand
Required Information By Law
Promotion Of Products

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Provides promotional messages
attract attention of the customers

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.Mr.CharakRay.
BCM(BHSE),SENIOR(ST.JA) There is legal compulsion to print
•Batch no
•Contents
•Max retail price
•Weight and additional information like

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BCM(BHSE),SENIOR(ST.JA) •Includes

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BCM(BHSE),SENIOR(ST.JA) Describe The Product.

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.Mr.CharakRay.
BCM(BHSE),SENIOR(ST.JA) Grading the products into different categories
on the basis of quality or features

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.Mr.CharakRay.
Money paid by a buyer
or received by a seller
in exchange of the purchase
of a product or a service.

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.Mr.CharakRay.
Government and Legal Regulations
Other marketing methods Used
Demand for the product
Total Cost of production
Extent of Competition
Pricing Objectives
Factor affecting price

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.Mr.CharakRay.
BCM(BHSE),SENIOR(ST.JA) •Competitive Market: To survive in competitive
market has to keep Low Prices
•Quality Leadership: and high cost of research
and development higher prices are charged
•Market Share Leadership: to obtain larger share
of the market; it will keep the Low Price

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Monopoly or less competition can charge higer price
High competition/ many sellers price
•Has to keep low

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.Mr.CharakRay.
BCM(BHSE),SENIOR(ST.JA) Sales price =
total costs + desired profit.
Firm try to cover these elements

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.Mr.CharakRay.
•High demand product , high price
•Low demand product , low price

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.Mr.CharakRay.
BCM(BHSE),SENIOR(ST.JA) Price is affected by other elements of marketing such
as
a) Quality of salesmen employed, product quality
,advertising, Sales Promotion Efforts,
b) Packaging, product differentiation.
c) Credit facility and after sail services provided,
warranty.

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•To protect the interest of public,
•Government fixes price of certain product
like.
•Seller has to fixed that price only

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.Mr.CharakRay.
BCM(BHSE),SENIOR(ST.JA) Concerned with transferring the goods and
services.
Physical Distribution

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.Mr.CharakRay.
•Activities required to moving goods from
manufacturers to the customers.
•Creates place utility and time utility.
•Includes
Stock/Inventory
Warehousing
Order processing
Transportation

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.Mr.CharakRay.
BCM(BHSE),SENIOR(ST.JA) Maintained stock whenever demanded.
By considering

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.Mr.CharakRay.
•Essential when some goods are perishable
and seasonal like
Crops Fruits & vegetables
Ice-cream

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.Mr.CharakRay.
BCM(BHSE),SENIOR(ST.JA) •The time and steps involved between taking
order from customer and delivery of goods..
•Fast order processing gives

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.Mr.CharakRay.
Helps in movement of goods from the place of
production to the place of consumption like

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.Mr.CharakRay.
BCM(BHSE),SENIOR(ST.JA) •Wholesalers, Retailers, Intermediates And
Business Institutions Who Helps In
Physical Movement
Title Movement
from Producers To The Consumers.

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.Mr.CharakRay.
BCM(BHSE),SENIOR(ST.JA) •Simple and shortest mode of distribution
•Goods are transferred by the
manufacturers to customers,
•Without any intermediary. like

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.Mr.CharakRay.
BCM(BHSE),SENIOR(ST.JA) Manufacturer employs one or more
intermediary to move goods from to the
point of consumption
Types
(One Level
Channel):
(Two Level
Channel)
(Three Level
Channels)

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.Mr.CharakRay.
One intermediary i.e., retailers are used between
the manufacturers and the customers.
Manufacturer
Retailer
Customer
Example

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.Mr.CharakRay.
Wholesaler and retailer act as connecting links
between the manufacturer and consumer.
Manufacturer
Wholesaler
Retailer
Customer
Consumer goods like

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.Mr.CharakRay.
Manufactures use their own selling agents or
brokers who connect them with wholesalers and
then the retailers..
Customer
Retailer
Wholesaler
Agent
Manufacturer

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.Mr.CharakRay.
Product Related Factors
Related to Company Financial strength
Issue Regarding Competitors
Market Factors
Environmental Factors

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.Mr.CharakRay.
•Usually Technical,
•Made On Order
•Purchased By Few Buyers.
•
Use Short Channels
•Usually Standardized,
•Less Expensive,
•Frequently Bought Products.
Uses long channels

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Financially sound company generally
uses direct channels
Less control over the middlemen
longer channel are used

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.Mr.CharakRay.
Dell laptop sales through direct selling

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.Mr.CharakRay.
Number of buyers is small short
channels
Order is small longer channels
Number of buyers is large, longer
channels
Size of order is large, short channels

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.Mr.CharakRay.
Depressed
economy marketers
use shorter
channels to reduce
the cost.
Govt may fix
certain channels.
Exp:- Railway
tickets ,
petroleum
products

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.Mr.CharakRay.
Sales Promotion
Advertisement
Personal Selling,
Public Relation
Reminding
Persuading customer to buy.

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.Mr.CharakRay.
BCM(BHSE),SENIOR(ST.JA) Used for mature products to keeps consumers
thinking about the product
To tell the superiority of the product over its
competitors
To tell potential customers about a new
product

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.Mr.CharakRay.
BCM(BHSE),SENIOR(ST.JA) Promotion

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.Mr.CharakRay.
•Impersonal,
•Paid form of communication,
• By identified sponsor
•To promote some goods ,service or idea

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.Mr.CharakRay.
•Newspaper
•Magazines
•Hoardings
•Television
•Radio
•Internet

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Sponsor has to bear the cost
No direct face-to-face contact
between the customer and the
advertiser
Done by some identified individual or
company, who makes the advertising
efforts

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AIDA
APPROACH
Awareness
Interest Desire
Action

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Advertisement
Is A Social
Waste
Important
Marketing
Tool

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.Mr.CharakRay.
Objections to advertisement
Bad In Taste
Add Cost
Social Value are undermine
Increases Sale Of Inferior Goods
Confuses Rather Help

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.Mr.CharakRay.
•Use of bad language,
•film star performing stunts ,
•Alcohol ,
•vulgarity,
•stunt misguides children.

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.Mr.CharakRay.
•Good or bad taste
•differs from person to person.
• matter of personal opinion

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.Mr.CharakRay.
•Increases the price of product firms spends a
huge amount on advertisement
•Consumer pay a
•higher price for the product.

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.Mr.CharakRay.
•Advertisements increases demand which brings
increase in sale.
•Companies produces the goods in bulk
• also reduces the per person information cost
in long run

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.Mr.CharakRay.
•Inform about more and more products
•start demanding the new products
•which they don't even require.
•Customer disregard old things
•and buy new products

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.Mr.CharakRay.
•Increases the knowledge about
•various products along with their utilities.
•It only inform the "customers, the
•final choice of buying or not, lies with the
customers only.

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•Show all types of products irrespective of their
quality.
•Encourages sale of duplicate products.

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.Mr.CharakRay.
•Inferior and superior depends upon the economic
status and preference.
• lower income satisfy their needs with low cost
inferior goods

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•Advertisement are increasing day by day
•Claims made by different companies
•Confuses the customer and it becomes very
difficult for them to make choice

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.Mr.CharakRay.
Advertisements gives A wide choice to
customers and
customer is smart enough to
take decision and select the most suitable brand
for them.

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.Mr.CharakRay.
BCM(BHSE),SENIOR(ST.JA) • Communicating With Its Target Market,
• Increasing The Sale
• Reduces The Per Unit Cost Of Production

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.Mr.CharakRay.
Role of advertisement in business
Good Public Image
Research
Assist in Introduction of New
Product
Promotion of Sales
Enables Mass Production

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.Mr.CharakRay.
Enables a firm to communicate its achievements
to the customers.
increases the goodwill and reputation which is
necessary to fight
against competition in the market

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.Mr.CharakRay.
Encourages research and development
activities.
This compels firm to do more and more
research
to find new products and their new uses

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.Mr.CharakRay.
BCM(BHSE),SENIOR(ST.JA) Firm can introduce its product to the public
through advertising.
A new firm can't make an impact on the
possible customers
without the help of advertising.

17
0
.Mr.CharakRay.
BCM(BHSE),SENIOR(ST.JA) Promotes the sale of product by
informing and persuading the people to buy
them.
Helps in winning new customer and maintaining
existing customers

17
1
.Mr.CharakRay.
Facilitates large-scale production.
Mass production reduces the cost of
production per unit by the
economical use of various factors of
production

17
2
.Mr.CharakRay.
Role of advertisement in Society
Provides employment
Encourage Purchasing
Advance standard of living
Reflect cultural trends:-
Support to Press

17
3
.Mr.CharakRay.
Advertising provides direct employment
to a
large number of people engaged
in both in electronic and print media

17
4
.Mr.CharakRay.
BCM(BHSE),SENIOR(ST.JA) Encouraging people to purchase goods and
services
Some industries rely on advertising more than
others:.

17
5
.Mr.CharakRay.
Provides opportunities to people to improve
their income.
It motivates people to consume more material
and thereby
improves their standard of living

17
6
.Mr.CharakRay.
Inform people regarding different products
People consumers product of different
regions and country

17
7
.Mr.CharakRay.
Important source of revenue to the publishers
and magazines.
Enables to increase the circulation of their
publication
by selling them at lower rates.

17
8
.Mr.CharakRay.
Face-to-face communication between
seller and one or more potential buyers
For the purpose of making sales

17
9
.Mr.CharakRay.
Direct face-to-face conversation between the
seller and the buyer
Salesperson to develop personal relationships
with the prospective customers.

18
0
.Mr.CharakRay.
Qualities of good salesman
Mentally healthy
Understanding:
Flexibility of approach:-:
Full Knowledge of product and the company
Inspired to trust
Notable personality and sound health
Superior communication skills

18
1
.Mr.CharakRay.
BCM(BHSE),SENIOR(ST.JA) Posses certain mental qualities like ….
• Initiative,
• Self-confidence,
• Sharp memory, alertness
able to understand the needs and preference
of customer

18
2
.Mr.CharakRay.
BCM(BHSE),SENIOR(ST.JA) Sense to convince the customers to buy.
He must persuade the customer to finalize
the purchase with a
sense of satisfaction.

18
3
.Mr.CharakRay.
Persuade different types of customers with
different
•Languages
•Culture
•Need

18
4
.Mr.CharakRay.
Should interact with customers with a flexible
approach i.e., try to persuade
different types of customers
with different reasons

18
5
.Mr.CharakRay.
He should able to explain every feature of
the product.
should be co-operative and courteous.
Not get irritated if the buyer questions are
irrelevant

18
6
.Mr.CharakRay.
BCM(BHSE),SENIOR(ST.JA) Good build and well dressed with pleasing
personality.
Has to travel therefore should have good
health.

18
7
.Mr.CharakRay.
Basis Advertisement Personal selling
Communic
ation
Impersonal form of
communication.
Personal form of communication
Message Transmission of
standardized messages.
Message is tailor made
Flexibility Inflexible as the message
can’t be adjusted to the
needs of the buyer.
Highly flexible.
Coverage reaches masses. Limited number of people can be
contacted
Cost Cost per person reached is
very low.
Cost per person is quite high
Time
period
Cover the market in a short
time
Take a lot of time to cover the
entire market
Channel Use of mass media such
television, radio, newspaper,
and magazines.
Use of sales staff, which has
limited reach.
Feedback Lacks direct feedback. Provides direct and immediate
feedback..
Suitability More useful in marketing to
the ultimate consumer’s who
are large in numbers
Helpful in selling products to the
industrial buyers

18
8
.Mr.CharakRay.
Refers to short-term incentives,
to encourage the buyers to make immediate
purchase of a product or service
to increase the sales of a firm

18
9
.Mr.CharakRay.
Attract new customers and retain the
existing ones
Sales of seasonal products
Useful in New Product Launch
Merits sales promotion

19
0
.Mr.CharakRay.
•Effective when company launches a new
product in the market.
•Induces people to try the new product

19
1
.Mr.CharakRay.
•Personal Selling ,Advertising Efforts
•Becomes effective when they are
supported by promotional tools

19
2
.Mr.CharakRay.
•Attract attention of the people
because of the use of
schemes/offers or discounts

19
3
.Mr.CharakRay.
Spoils Product Image
Reflects Crisis
Demerits Sales Promotion

19
4
.Mr.CharakRay.
•Firm frequently relies on sales promotion,
•gives the impression that it
•is unable to manage its sales or that there
are
•No buyers of its product.

19
5
.Mr.CharakRay.
•Buyers may start feeling that the product is
•not of good quality
•not properly priced.

19
6
.Mr.CharakRay.
Sales
Promotion
Methods
Rebate
Discount
Refunds
Product
Combinati
ons
Quantity
Gift
Instant
Draws
and
Assigned
Gift
Usable
Benefit
Full
finance
@ 0%:
Sampling
Contests

19
7
.Mr.CharakRay.
BCM(BHSE),SENIOR(ST.JA) Special price to clear off excess inventory.
Price reduced to induce buyers to buy more.

19
8
.Mr.CharakRay.
BCM(BHSE),SENIOR(ST.JA) Distributed to attract consumers to try out a
new product and thereby create new
Customers
medicine free samples are distributed
among physicians,

19
9
.Mr.CharakRay.
Organized by manufacturers' associations. All
the members of that association generally
participate and keep their goods on display in a
stall.

20
0
.Mr.CharakRay.
issued by manufacturers either in the packet of a
product or through an advertisement
coupons can be presented to the retailer while
buying the product.

20
1
.Mr.CharakRay.
bonus items given free with the purchase of a
product.

20
2
.Mr.CharakRay.
Contents may be hard for customers, salesmen
and dealers.
Customers are required to write a slogan,
complete a sentence about the utility of the
product

20
3
.Mr.CharakRay.
seller refunds some part of price paid by the
customer on the production of some proof of
purchase

20
4
.Mr.CharakRay.
Goods like jams and tea are packed in a special
container

20
5
.Mr.CharakRay.
Marketer packs some gifts in the product.
Example gold pendant in a godrej soap

20
6
.Mr.CharakRay.
BCM(BHSE),SENIOR(ST.JA) Involves a variety of programmes to promote
and protect a company’s image or its products
to strengthen relations with various stake
holders like

20
7
.Mr.CharakRay.

20
8
.Mr.CharakRay.

MARKETING MANAGEMENT

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